ITV

Category: Media and Advertising

  • Business India appoints Fourth Dimension Media

    Business India appoints Fourth Dimension Media

    MUMBAI: Business India Publications has appointed Fourth Dimension Media Solutions as its Sales Concessionaire to Strengthen its existing  Sales Team and increase its Strategic Reach with Clients & Media Houses .

     

    4th Dimension -The media outsourcing specialists will be a Force Multiplier to the existing Business India  ad sales team and will represent  Business India  for all products of the publication and aso the newly Launched Business India Brand Solutions Business which will provide Clients unique BTL solutions by way of Business & Entertainment Events.

     

    With an extremely young and dynamic professional unit, Fourth Dimension offers its clients a variety of services for media sales, activations and solutions, while reflecting the highest standards of performance and client service. The primary goal for this partnership is focused on creating and developing compelling integrated advertising and marketing solutions for brands that partner with Business India keeping in mind the philosophy and ethos of the Client.

     

    The collaboration with Fourth Dimension will enable Business India to effectively engage with advertisers in India and amplify their presence across the country along with developing widespread and integrated relationships with leading national advertisers..

     
    Fourth Dimension Media Solutions CEO Shankar B added, “ We are extremely honoured and privileged to represent an iconic brand like Business India and it will be our commitment to fulfil the expectations” 

  • Lowe Lintas crafts new Dengue-themed campaign for Godrej HIT

    Lowe Lintas crafts new Dengue-themed campaign for Godrej HIT

    MUMBAI: Having made an impact with its earlier renditions for Malaria, Lowe Lintas has unveiled a new campaign for Godrej HIT that targets another serious vector borne disease – Dengue. While the Malaria threat has been known for some time, Dengue has emerged as the world’s fastest growing vector borne disease.

     

    What makes Dengue more lethal is that it spreads very rapidly in urban areas and its symptoms are difficult to diagnose. It is a debilitating disease, which often leads to hospitalization and in extreme cases death. The fact that there is no vaccine as yet for the disease makes it even more alarming.

     

    The campaign by Lowe Lintas has been themed around the core idea – “Kill it before it kills you”.

     

    Sharing his thoughts on the new campaign, Ajay Dang, VP – Marketing, Godrej Consumer Products Limited said, “Successful campaigns to fight diseases across the globe have one thing in common, a powerful and simple message and a direct call to action. HIT’s fight against Dengue mosquito stems from this very philosophy. The simple message of “bhagao nahi maaro” and the call to action of using the most efficacious mosquito solution – Godrej HIT.”

     

    Instead of talking about multiple things, Godrej HIT decided to keep the communication simple by highlighting the most important characteristic of the mosquito – its stubborn and aggressive nature. The problem is severe and doesn’t have a cure hence the need for a tougher solution – Godrej HIT, that kills every mosquito, leaving nothing to chance.

     

    Elaborating on the creative approach that was followed for the campaign, Arun Iyer – National Creative Director, Lowe Lintas + Partners said, “In order to make people aware about this new and unique Dengue mosquito our starting point was people’s casual attitude towards mosquitoes and how we could alter it. We decided to flip this casual attitude on its head and thus was born the idea ‘Dengue ke machchar ko marne se bada koi kaam nahi’. We thus, dramatized ‘killing mosquitoes’ as the most glorious job ever.”

     

    The campaign went live on August 18, 2014 and will be played across major entertainment, news and sports channels in India. The on-air campaign will be ably supported by a plethora of activities on other media platforms like print, radio, digital, outdoor, etc soon.

  • GroupM forecasts ad spends to reach $560 billion by 2015

    GroupM forecasts ad spends to reach $560 billion by 2015

    MUMBAI: WPP’s GrpupM is out with its biannual ‘This Year, Next Year’ report forecasting the global advertising investments.

    As per the report the ad spends will reach $534 billion in 2014, a 4.5 per cent increase over 2013. The company predicts investments in 2015 rising an additional 5 per cent to $560 billion.

    In further says that globally, ad recovery is localised, with 17 markets accounting for 93 per cent of expected ad growth in 2014. Even at its moderate 3.4 per cent rate of ad investment growth this year to $162 billion, the US contributes fully one-quarter of incremental ad dollars. China ranks second as it climbs a predicted 9.8 per cent to $76 billion. Other countries making the cut include Nigeria, Kenya and Vietnam.

    “Many companies are still operating with very strong balance sheets,” said GroupM Global president Dominic Proctor. “Coupled with a rising general confidence and a specific comfort around digital marketing, though notwithstanding some geo-political uncertainty, we are seeing an uplift in some of the ‘older economies’ as well as the new.”

    Of marketplace performance, ‘This Year, Next Year’ report editor Adam Smith stated, “Despite the slowdown in China’s general economy from 2012, its consumer economy continues to expand. This, plus intensive digitisation of advertising, keeps China ad investment rising at or near double-digits, with no large print legacy to correct.”

    It is a different story in Western Europe, where 73 per cent of the regional economy is in the Eurozone, where demand remains suppressed by debt, internal imbalances and deflationary politics. In real terms, the Eurozone remains 20 per cent below its 2007 advertising peak, and the hardest-hit ‘periphery’ of Greece, Ireland, Spain, Italy and Portugal, 47 per cent below the peak.1

    Smith added, “Western Europe, however, is the most-digitised ad region in the world; though this may finally be maturing to judge by digital ad investment growth slowing from double- to high-single digits in 2014 and 2015.”

    Western Europe also has the world’s most print-heavy advertising, though here too, the downward adjustments to annual advertising investment are moderating from double- to mid-single-digits in 2014 and 2015.    

    Elsewhere, GroupM notes that some members of its south-east Asia group (Indonesia, Malaysia, Thailand, Philippines, Singapore and Vietnam) face political and economic challenges, and this year will collectively slip from double- to mid-single digit ad growth.

    “This group will still contribute to the global ad recovery, but we are on alert for central banks ‘tightening into the downturn’ if inflation becomes a problem,” said Smith.

    India, Brazil and Russia remain among the faster-growing ad markets, though GroupM warns that its reduced Russia forecast – from an annual run-rate of 10 per cent to 6 per cent — depends on no worsening in domestic affairs. 

  • Maxus launches proprietary planning tool ‘Resolve’

    Maxus launches proprietary planning tool ‘Resolve’

    MUMBAI: Maxus has launched a bespoke tool, Resolve, based on a proprietary survey of consumer insights in India. The findings of the survey are the most in-depth ever to be carried out in the country, claims the agency.

     

    The tool is Maxus’ comprehensive proprietary communications planning tool built using the knowledge and expertise of the agency’s planning leaders. The tool is supported by bespoke consumer-based surveys called Compose, which go beyond simple media usage to explore consumer sentiment towards media channels and the messaging those channels employ. The tool is used by global and local clients worldwide to gain insights on particular markets.

     

    Some of the features and benefits of the tool  are:

    • Proprietary Maxus intelligence has identified specific barriers that a client’s audience, brand, and category are facing and how best to overcome them in communications

    • Resolve makes the complex simple for media planners by prioritising specific communication tasks and identifying the media channels that best deliver them for specific audiences, within each category

    • Resolve planning recommendations are backed by robust consumer surveys, making them powerful drivers for a client’s channel plans

     

    Maxus south Asia managing director Kartik Sharma said: “Maxus’s dedication to data inspired us to create a tool to help our teams make tough decisions and have them supported with strong logic and data. The Compose surveys get behind the attitudes and behaviours of consumers – not just their media usage – and how they view specific channels to deliver specific messages. Resolve has been a success so far not only for our clients, but also helping to push our teams out of their comfort zones, to try new channels and ways of thinking.”

     

    Maxus India national director insights Priti Maurthy said: “Properly identifying a brand’s top communications tasks and understanding how to use media to deliver on those tasks is on the one hand an art. At Maxus, we also believe there should be an appropriate level of science applied to that challenge as well, which is why we’ve developed Resolve.”

     

    “Resolve is a robust, data-heavy tool that relies on consumers’ attitudes and sentiment, as well as our own proprietary intelligence, to tackle the real issues that our clients are facing. We’ve created the tool in line with our unique proposition, ‘lean into change’, challenging the status quo with something different. We can be confident about the suggestions Resolve generates because we have the data to support our decisions,” she added.

  • The Glitch expands; enters Delhi market

    The Glitch expands; enters Delhi market

    MUMBAI: Mumbai-based digital marketing agency, The Glitch, is geared up for its first geographical expansion with entry into the capital city. Founded in 2009 by Varun Duggirala and Rohit Raj, the agency announced the start of operations in New Delhi, where they have already begun servicing clients such as Horlicks and Carlsberg.

     

    The Glitch-Delhi will be spearheaded by Kabir Kochhar, who comes with significant international expertise in digital media from his stint at Carat in New York as well as vast entrepreneurial exposure having recently run and exited food startup Megamenu.in. The Delhi setup will begin with a team of 10 strategists and digital junkies, who will work in sync with the Mumbai team on national clients, while simultaneously fronting their independent work. The management is looking to expand the team gradually, aiming to ramp up to 50 by the end of the financial year as a part of their Delhi growth plan.

     

    Duggirala said, “Plans to open a Delhi unit have been in the offing for a while, as we saw a genuine need for our services in the region and have had many brands express interest in bringing us aboard if we did decide to set up in Delhi. But the idea was to build a solid independent unit and not a branch unit, which definitely demanded the need for it to have a clear driving force in its operations, and Kabir has truly filled that spot for us.”

     

    Kochhar said, “The Glitch is incredibly strong as a content creation and dissemination company that uses video, tech and creativity to deliver spot on strategic solutions for clients. I am very excited to join such a talented bunch. We have a novel approach to employee engagement, retention and motivation that allows us to bring in passionate and top quality digital talent in the market and we are hiring aggressively across all divisions.”

     

    “Our clients are our partners and we consider ourselves to be able advisors. We have been quick to spot emerging trends and deliver creative clutter-breaking solutions for our partners in Mumbai and we plan on taking that to the next level in Delhi-NCR. These are indeed, ‘achhe din’ for us all.” he added.